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PLAYLIFE OPENS IN MILAN, TURIN AND TRIESTE

by Maria Cristina Pavarini — March 13, 2012

Benetton Groups' Playlife brand has just opened two new multi-brand concept stores in Milan and Trieste and will open another in Turin on April 1. Together with the two other concept stores in Treviso and Bologna, which opened in 2011, Playlife accounts for a total of five stores in Italy. Alessandro Benetton, the driving force behind this new brand direction and closely involved with the development of the project, recently stated that the Group will give maximum support to further openings in Italy and abroad.

The Playlife project will see the progressive revamping of many of the 130 stores in Europe (with 100 of them in Italy) and alongside a discerning search for new spaces and locations - an upgrading process that will involve the brand, the product, the store and the sales network. At present there are five newly revamped stores, all located in Italy. The stores are typically 150 sqm in size with a concept and furnishings that are adaptable and carefully designed to create a space to inspire the customer.

Playlife seeks authenticity and originality, which they find in their offered clothing collections and various accessories, gadgets and products such as Heidi Ritsch belts (made from recycled tire rubber), folding bicycles from Dahon, cameras from Lomography and Polaroid, as well as shoes, bags, backpacks, eyewear and travel books. Different products are selected each season, based on their brands' quality history and their innovative content, especially in terms of sustainable materials.

Apart from the retail development plans, as of March 1st the website www.playlife.com has been totally redone, complete with a set of Playlife apps and a heightened presence on social networks.

Playlife seeks authenticity and originality, which they find in their offered clothing collections and various accessories.